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A identidade visual da FRESH foi criada pelo designer com o objetivo de transmitir a essência saudável dos alimentos congelados, associando-os à ideia de "comida fresca" de forma única e forte. A marca busca oferecer praticidade e sabor aos clientes em meio à correria do dia a dia, com um cardápio variado e focado na saúde.
A identidade visual é composta por cores que transmitem leveza e alegria, reforçando a proposta de se alimentar bem. As cores escolhidas são orgânicas e vibrantes, remetendo à frescura dos alimentos e transmitindo uma sensação de vitalidade e energia.
A forma do símbolo criado pelo designer é simples e orgânica, seguindo a lei da pregnância da gestalt, que busca a simplicidade e fácil assimilação dos elementos visuais. O símbolo foi desenvolvido de forma sutil na própria tipografia, criando uma associação visual forte e memorável. A ideia é que o símbolo possa ser desenhado a mão livre sem referências, reforçando sua fixação na mente da audiência.
A identidade visual da FRESH é amigável e convidativa, transmitindo a proposta de uma alimentação saudável de forma acessível e prática. Através das cores, formas e simplicidade do símbolo, a identidade visual busca conectar emocionalmente com os clientes, transmitindo a mensagem de frescor, qualidade e saúde dos alimentos congelados oferecidos pela marca.
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